Share these talks and lectures with your colleagues
Invite colleaguesCase study
Advancing brand purpose: How Crayola elevates its long-standing mission to a compelling go-to-market strategy and an inspiring point of view on creativity as an essential life skill
Journal of Brand Strategy,
13
(1),
29-41
(2024)
Abstract
Founded in the early 1900s, Crayola was grounded in a deep sense of purpose and a fundamental belief that creativity is essential to each individual child and the collective potential of a nation. Discover how Crayola has re-sharpened its focus on the brand’s mission and translated that focus both internally to nurture its culture and externally to propel its go-to-market strategy. Learn about Crayola’s strategic framework and the multitude of ways that framework is translating into compelling products and collaborations, engaging experiences and impactful content that aims to further deepen consumers’ relationship with the brand. This paper describes Crayola’s point of view on creativity and its ambition to help drive a societal shift in understanding and appreciation of creativity as an essential life skill crucial to future potential.
Keywords: corporate culture; creativity; innovation; brand purpose; brand identity; mission; social impact; advocacy
The full article is available to subscribers to the journal.
Author's Biography
Victoria Lozano is Executive Vice President, Marketing, at Crayola LLC, where she leads Crayola’s marketing activation and digital strategy overseeing all consumer communications, social, digital/omni-channel marketing, interactive portfolio and education marketing. Victoria also oversees Crayola Studios, a recently established division charged with creating entertainment content that explores the limitless possibilities of children’s creativity and helps children develop lifelong creative mindsets. Prior to this role, Victoria led the roll-out of Crayola Experience, a branded attraction and retail location-based entertainment concept, focusing on bringing Crayola’s mission to life in experiential ways. Over the course of her career, Victoria has held marketing roles with Fortune 500 companies such as Cadbury, Pfizer and the Warner-Lambert Company. Victoria holds a master’s in business administration from New York University with a specialisation in marketing and finance, and a bachelor of science degree from New York University with a focus on marketing and classical studies (summa cum laude).
